Boots to sell Puritane e-cigarettes from Imperial Tobacco subsidiary

Boots: to start selling Puritane e-cigarettes
Boots: to start selling Puritane e-cigarettes

Boots will enter the e-cigarette market next week when it begins selling the newly-created Puritane brand from Imperial Tobacco subsidiary Fontem Ventures, having previously resisted proposals to stock e-cigarettes until they were regulated as medicines.

A Boots spokeswoman stressed it was working with Fontem Ventures rather than directly with Imperial Tobacco and stated it is a "subsidiary that operates at arm's length" from the tobacco firm.

She added:  "From 24 February 2014 we will begin selling a high-quality, safety reviewed and rigorously tested e-cigarette called Puritane to people aged 18 and over.

"By offering Puritane over the pharmacy counter, this will enable our healthcare teams to have personalised conversations with our customers to help them identify the best product suited to their needs."

Boots will not advertise the launch of Puritane in its stores. 

It is understood e-cigarette brands not owned by tobacco firms have been attempting to get e-cigarettes listed with Boots and rival LloydsPharmacy for the past two years, but were rebuffed because the category is not yet regulated as medicines.

In June last year, it was announced by the Medicines and Healthcare Products Regulatory Agency that e-cigarettes would be licensed and regulated as medicines as an aid to quit smoking from 2016.

LloydsPharmacy has now begun stocking the Vype e-cigarette brand, which is currently on offer and is manufactured by British American Tobacco subsidiary Nicoventures.

A spokeswoman for LloydsPharmacy explained that the company chose Vype because "there are more than 100 e-cigarette products on the market and concerns about the quality of ingredients in some brands have been widely reported".

She added: "After careful consideration, LloydsPharmacy has chosen to stock Vype e-cigarettes as they contain ECOpure, a nicotine liquid which is manufactured in the UK and is tested for impurities to ensure it is of the highest quality."

ECOpure is a brand of liquid manufactured by British American Tobacco (BAT) that is used in its products and contains pharmaceutical-grade nicotine.

It is understood some rival e-cigarette brands use pharmaceutical grade-nicotine, but have so far failed in their attempts to get their products listed in Boots or Lloyds Pharmacy.

Adrian Everett, group chief executive at E-Lites, said: "We are surprised that in spite of our leading product and leading product standards, E-Lites has been unsuccessful in gaining pharmacy listings until the regulatory landscape is settled.

"We are now faced with tobacco-owned competitors in both Boots and Lloyds, but hopefully this will now open the channel for the leading independent brands too."


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Ex-Thomas Cook marketer Mike Hoban resurfaces at Morrisons
Barbour creates real-time illustrations of consumers' stories for summer campaign
Viral review: Samsung goes for Apple’s jugular but fails to connect
View from Brazil: why we didn't believe we could lose the World Cup
Heineken unveils ‘Open Your City’ drive with Metro for ‘men of the world’
Unilever continues portfolio 'reshaping' with Slim-Fast sale
Amazon to fight US authorities over in-app purchase claims
Google set to invest $100m in Europe's tech start-ups
Metcalfe's set to release quirky debut TV ad
Samsung pities the iPhone 'wall huggers'
Smirnoff campaign aims to make Formula One less elitist
Apple wins EU battle to register store layout as trademark
Marketing directors need to step outside 'marketing box' to earn seat on the board
Hottest virals: Burger King’s emotional gay pride Whopper ad, plus Apple and Guinness
Developer creates software enabling Google Glass mind-control
Kick-ass girl beats up shopping centre staff in music video
Top 10 ads of the week: Aldi's World Cup cider ad scores with consumers
Sony relives Germany's 7-1 victory against Brazil in Subbuteo Vine
Burberry credits 9% revenue hike on strong online sales and 'more targeted marketing'
Ritz returns to UK TV screens after 30-year hiatus
Mars creates chief health and wellbeing officer role
Brands make the most of Germany's dramatic victory over Brazil
Adios Justin King! Watch our video tribute as he leaves Sainsbury's after a decade
Nike calls time on 13-year Manchester United kit deal
Three TV ad banned over misleading 'free' call claims
GNM boss David Pemsel: 'The Guardian has got its mojo back'
M&S has missed a massive opportunity to put digital strategy at its heart
Google partners with the Barbican to show coders are artists
Samaritans encourages men to talk about issues with #DownNotOut campaign
Lego's partnership with Shell 'not awesome', according to Greenpeace viral